A text message is the most direct marketing channel a UK business can use, which is exactly why PECR treats it the same way as email. Before you send a single promotional SMS to a British mobile, you need the recipient’s consent or a valid soft opt-in, a clear sender identity and a free, simple way to opt out. Get those right and SMS becomes a fast, low-effort channel for reminders, alerts and time-limited offers.
The UK rules for marketing texts
Under the Privacy and Electronic Communications Regulations, SMS counts as “electronic mail”. That means:
- Consent first for consumers and sole traders, unless they are existing customers covered by the soft opt-in for similar products. Charities can also use the charitable purposes soft opt-in introduced on 5 February 2026.
- Separate permission for SMS. Agreeing to email does not mean agreeing to texts, so use a distinct checkbox. Our FAQ on collecting SMS opt-ins shows how.
- An opt-out in every message, typically “Reply STOP” or a short unsubscribe link.
- No hidden senders. The recipient must be able to tell who the text is from.
Spam texts are a priority for the ICO, and UK mobile users can forward unwanted messages to 7726 to report them. Since the Data (Use and Access) Act 2025 took effect, PECR fines can reach £17.5 million or 4% of global turnover. Our overview of SMS laws and restrictions covers other countries if you text abroad. None of this is legal advice.
Sender names and the UK registry
Most UK businesses send from an alphanumeric sender name, such as their brand, of up to 11 characters. Recipients can’t reply to it, so if you want replies or a STOP keyword, use a number instead. To reduce brand impersonation, UK networks work with the Mobile Ecosystem Forum’s SMS SenderID Protection Registry, where organisations can register the names they send under. Generic sender names such as “INFO” or “ALERT” are more likely to be filtered, so choose a name people will recognise. Here is how to set your SMS sender name in Mailpro.
Getting UK numbers right
UK mobiles start with 07 domestically. For sending, convert them to international format by dropping the leading zero and adding +44, so 07700 900123 becomes +447700900123. Clean your import before the first send; badly formatted numbers are the most common reason texts fail. The country code list helps if your customer base includes Ireland (+353) or the Channel Islands.
What UK organisations send by text
- Appointment reminders for salons, clinics, garages and vets.
- Delivery and click-and-collect notifications for retailers.
- Flash offers for Black Friday or the Boxing Day sales, sent to customers who opted in.
- Match-day, gig and festival updates for venues and organisers.
- Urgent appeals and event reminders for charities.
Sending with Mailpro
Mailpro’s online SMS gateway lets you send from the same account and contact lists as your emails. You can personalise each text with first names or booking details and schedule it for a sensible hour in GMT or BST. SMS statistics then show delivery per message. In Mailpro’s own customer survey, users rated SMS deliverability 9.8 out of 10.
A standard text holds 160 characters; accented letters or emoji cut that to 70 per part. Keep messages short, put the brand first and the offer second, and include the opt-out. Wondering whether texting is worth adding to your mix? Read whether SMS campaigns work for UK businesses.